Three sports event posters in a window display. The left poster celebrates 2018, featuring a cyclist in a white and yellow uniform. The middle poster highlights 2019 with a cyclist wearing a red, black, and white uniform. The right poster also from 2019 shows a woman in a blue and orange uniform celebrating with confetti.

SANTOS TOUR DOWN UNDER 25 YEARS LEGENDS EVENT

To celebrate 25 years of the Santos Tour Down Under, we partnered with the South Australian Tourism Commission team to create a brand-led design suite for their Legends Dinner - an iconic evening honouring the athletes, stories, and milestones that have shaped the event’s legacy.

Print collateral
Environmental design
Digital presentation assets

Brand strategy
Logo & visual identity
Creative event styling direction
Campaign strategy

A large round lamp with blue text reading 'Santos Tour Down Under 25 Years' hangs from a stand, with string lights and an event sign in the background.
Two men sitting at the back of a white SUV during a cycling event, with one holding a water bottle and the other holding a flag, surrounded by spectators and event banners.
A banquet hall decorated for an event, with tables set with glassware and black chairs, illuminated by blue and red lighting, and banners that read '25 Years Presented by Telstra' and 'Legends Night Dinner.'
A formal dining table setting with silverware, a plate, glassware, and a printed menu on a white napkin. The table is lit with purple lighting.

Our approach

We approached the 25 Years Legends Dinner through a design-led, strategic lens—considering not only how the event would look, but how it would feel and function across every guest interaction. With such a significant milestone, it was essential that the visual identity communicated both legacy and prestige, while integrating seamlessly into the broader Tour Down Under brand.

Our process began with immersion—understanding the history of the event, its audience, and the intended tone of the evening. From there, we developed a flexible identity system that could scale across both digital and physical formats, ensuring consistency and clarity. Every design decision was considered in context: how an invitation might set the tone, how signage would guide guests, how presentation visuals would support storytelling.

By grounding our creative in purpose and detail, we delivered a cohesive design outcome that elevated the guest experience and celebrated 25 years of impact with intention and style.

A bartender standing behind a decorated bar at the Santos Tour Down Under event with a sign that reads 'Legends Night Dinner 25 Years Presented by Telstra'. The bar has bottles of wine or champagne, glasses, and a floral arrangement of purple and yellow flowers.
A round banquet table set for an event with a white tablecloth, multiple wine glasses, water bottles, and a lit spherical sign that reads 'Santos Tour Down Under'. There is a blue table number sign marked '18' in the center.